Why Email Should Be Part of Your Digital Marketing Strategy

“Email marketing is not dead. If you’re not using it, you’re losing.”
– Gary Vaynerchuck

How many emails have you gotten today? How many inspired an open? A click? Despite the myriad of marketing technologies claiming to be the death of email, it persists—among students, coworkers, clients, friends, families and more.

Why? Just take a look at this screenshot of my inbox. I receive personalized emails from the companies I choose to follow.

But there’s not just one good reason why email marketing is still around. Below, I’ve compiled a list of some key points to highlight why email can be a valuable part of your digital marketing strategy.

Email is still the preferred customer communication channel.

According to a study by MarketingSherpa, when asked, “In which of the following ways, if any, would you prefer companies communicate with you?” a whopping 72% of customers responded that email was their choice. Even when broken out across age groups, email easily claimed the top spot.

There is, however, an important caveat. When customers say they prefer email, they’re not talking about the “batch and blast” of days past—personal, timely and relevant email messages are key, and with continuous advances in marketing technology, customers expect better, more personalized communication.

Email has high ROI.

In study after study, email marketing consistently ranks up top when it comes to ROI, generating $38 for every $1 spent. On top of that, one in five companies say they are achieving returns of more than 70:1 (DMA).

However, companies experiencing the highest returns on email are also making the biggest investments in it. Seeking advanced features like automation, focusing on relevant, personalized subscriber journeys and hiring or partnering with an experienced team of email marketers are must-haves to getting the biggest bang for your buck.

Email is the number one source for tracking consumer data.

Email marketing is an incredibly powerful tool on its own, but the data it generates can also provide actionable insights that power other marketing efforts. In a Salesforce study, 41% of businesses said they used email campaign performance as a source for data mining—more than any other category. Research data came in second with 39% and transactional data in third with 37%.

Email has a huge audience.

In 2015, there were more than 4.35 billion email accounts. That’s three times the number of Facebook and Twitter accounts combined (Campaign Monitor). By 2019, it’s estimated there will be more than 5.5 billion email accounts with more than 246 billion emails sent and received each day (Radicati).

Beyond sheer size of potential audience, email also outperforms in getting its message to and in front of the intended recipient. On average, 90% of email makes it to the recipient’s mailbox. Conversely, only 2% of Facebook fans see a page’s posts (Forrester). In fact, an email is five times more likely to be seen than a Facebook post (Radicati).

There’s no doubt email marketing is a must-have in your digital marketing strategy—64% of companies agree it’s the most effective marketing channel (GetResponse). And in a business world obsessed with learning more about customers, email has the power to beat the competition.